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简介
Principles of Marketing Engineering and Analytics 豆 0.0分
资源最后更新于 2020-11-09 20:37:27
作者：Gary L. Lilien
出版社：DecisionPro, Inc.
出版日期：2017-01
ISBN：9780985764821
文件格式： pdf
简介· · · · · ·
The 21st century business environment demands more analysis and rigor in marketing decision making. And the business press is abuzz with the wonders of analytics. Increasingly, marketing decision making is becoming like design engineering— putting together concepts, data, analyses, and simulations to learn about the marketplace (analytics) and to design effective marketing plan...
目录
Preface
Chapter 1 The Marketing Engineering and Analytics Approach
Chapter 2 Customer Value Assessment and Valuing Customers
Chapter 3 Segmentation and Targeting
Chapter 4 Positioning
Chapter 5 Forecasting
Chapter 6 New Product and Service Design
Chapter 7 The Marketing Mix
Chapter 8 The Digital, Online Revolution in Marketing
Chapter 9 Harvesting Value from Marketing Engineering
Resources and Readings
Subject Index
Company Index
Name Index
References
Chapter 1 The Marketing Engineering and Analytics Approach
Chapter 2 Customer Value Assessment and Valuing Customers
Chapter 3 Segmentation and Targeting
Chapter 4 Positioning
Chapter 5 Forecasting
Chapter 6 New Product and Service Design
Chapter 7 The Marketing Mix
Chapter 8 The Digital, Online Revolution in Marketing
Chapter 9 Harvesting Value from Marketing Engineering
Resources and Readings
Subject Index
Company Index
Name Index
References
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